OOH Measurement’s Game Has Changed

Christina RadiganSVP, Research & Insights, Outfront

Christina Radigan of Outfront explored the advantages of out-of-home advertising (OOH) and discussed advancements in its measurement techniques. Christina noted that with the loss of cookies and third-party data, contextual ad placement will see a renewed sense of importance, and in OOH, location is a proxy for context, driving content. She further indicated the benefits of OOH citing a recent study by Omnicom, using marketing mix modeling (MMM), which found that increased OOH spend drives revenue return on ad spend (RROAS). This research also highlighted that OOH is underfunded, representing only 4% to 5% of the total media marketplace. Following up on this, Christina pointed to attribution metrics, measuring the impact of OOH ad exposure on brand metrics and consumer behaviors, to demonstrate OOH's effectiveness at the campaign level. Expanding on their work in attribution, she noted changes stemming from the pandemic: Format proliferation and greater digitization, privacy-compliant mobile measurement ramping up (opt-in survey panel and SDK) and performance marketing and measurement becoming table stakes for budget allocations. New measurement opportunities from OOH intercepts included brand lift studies, footfall, website visitation, app download and app activity and tune in. Finally, she examined brand studies conducted for Nissan and Professional Bull Riders (PBR), showcasing the effectiveness of OOH advertising in driving recall, ticket sales and revenue. Key takeaways:
  • MMMs return to the forefront, as models become more campaign sensitive and are privacy compliant (powered by ML and AI).
  • A study from Omnicom, using MMM, found that optimizing OOH spend in automotive increased brand consideration (11%) and brand awareness (19%). In CPG food, optimizing OOH spend increased purchase intent (24%) and optimizing OOH spend in retail grocery increased awareness (9%).
  • OOH now represents a plethora of formats (e.g., roadside ads, rail and bus ads, digital and print) and has the ability to surround the consumer across their journey, providing the ability to measure up and down the funnel, in addition to fueling behavioral research.
  • Key factors for successful measurement in OOH: feasibility (e.g., scale and scope of the campaign, reach and frequency), the right KPIs (e.g., campaign goal) and creative best practices (Is the creative made for OOH?).
  • OOH advertising is yielding tangible outcomes by boosting consumer attention (+49%). Additionally, there has been a notable surge in advertiser engagement (+200%).
  • Ad recall rates in OOH continue to increase (e.g., 30% in 2020 vs. 44% in 2023).

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Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

Unlocking the New Currency of Attention

This presentation focused on the implications of attention for advertisers, and how we can start applying these insights from a planning and buying perspective. Although viewability has become a proxy for attention, just because an ad is considered viewable does not mean eyes on ads. Viewability isn’t necessarily a true indication of attention – it can be quite arbitrary, and we need to go beyond that to the better and more accurate representation of those natural attention behaviors.

Getting Creative Right: The Dynamics of Interactive Video Ads

Over the past two decades, Duane Varan of MediaScience has conducted more than 100 studies about video advertisements that have interactivity features. “We know that interactivity is physiologically more arousing; people are more engaged, and that translates into better memory,” he said. “So, we know that interactive ads work, but now the question is: Why do they work, (and not) what we can do, but what we should do.”


Julia Johnston (Comscore) moderated the closing remarks with panelists Edwin Wong (Vox Media), Josh Chasin (VideoAmp), and Cole Strain (Samba TV). The group offered differing perspectives on the panels presented on day two of AUDIENCExSCIENCE 2022. Some topics of discussion included effective ad length and appropriate platforms, quality of measurement, the industry’s openness to new standards and the emerging team approach to problem-solving.

Building the Ultimate Ad Experience

The presenters were given an opportunity to break legacy rules and reimagine the ad experience from the ground up. Making the ad experience should be as enjoyable as the content itself and as effective as possible for marketing partners.

MISFITS: How Creativity in Advertising Sparks Brand Growth

The advertising industry needs more support in its efforts to harness creativity. Pointing to a Cannes-Lions State of Creativity report statistic—just 20% of brand leaders feel confident they can convince CFOs to invest in high-quality creative work—Adam Sheridan of Ipsos believes his research can help agencies and brand managers overcome barriers to adopting and promoting quality creative. He offered insights from his upcoming book, MISFITS: How Creativity in Advertising Sparks Brand Growth.

Concurrent Track Panel Discussions: ATTENTION MEASURES

These presenters were all true believers in the value of attention. Their key takeaways from the presentations in this track were:

  • Attention is “ready for prime time,” as Marc Guldimann (Adelaide) put it. It has risen to prominence in the industry’s agenda and expects it to spread into media mix modeling and programmatic. Attention, he believes, should free the industry from “invasive” attribution practices by giving advertisers confidence in the quality of the media they are buying.
  • Jon Waite (Havas) was encouraged to see attention move from theory to practice for optimizing campaigns. He believes that the focus on attention would encourage publishers to improve experiences on the web, which, in turn, would lead to better results for brands.
  • Mike Follett (Lumen) cautioned that there was still much to learn about attention in different contexts, flighting, frequency, differences between B-to-B and B-to-C, the role of creative and long-term effects. What he found interesting in Joanne Leong’s presentation (to which he contributed) is the possibility of developing models that can predict attention for any campaign.
  • Publishers have come up with innovative formats to optimize for attention on television, according to Kelsey Hanlon (TVision).


There was some disagreement among the panelists about the prospects for an attention currency.  Marc saw it as an “obvious next step.”  Mike regarded attention as more of a buy-side “trading tool.” Jon said that it will become a key planning metric for Havas.